1. Include a schedule of industry events and resources on your website to attract repeat visits.

2. Have an offer button or banner on every page that visitors can click to request information, samples, newsletters, how-to-guides, advertising specialties, etc.

3. Allow visitors to request additional information in the format they prefer: via mail, download the file, send the file as an email attachment, etc.

4. Be sure to keep file attachments to a maximum of two megabytes. This is the default maximum file size for email attachments used by many companies.

5. Make sure that your pages load quickly, even over a slow dial-up connection. Experts suggest it load in less than seven seconds, but I think even that can be too long.

6. Rather than send responders to your corporate website, where they may get lost looking for the information you are promoting, instead send them to a "jump site," "landing-page" or "micro site" containing information directly related to the product or service promoted.

7. Use unique URLs or web addresses for each campaign, mailing or ad. This will allow you to track and credit the activity to the source.

8. Use unique email addresses for each campaign, mailing or ad. This will allow you to credit the activity to the source.

9. Use the autoresponder features in your email software to send an instant response to email inquiries and orders. This is the same feature you use to tell people that you are out on vacation.

10. Use your website as a place to learn more about your seminars and workshops and to register for the events. Then use email to confirm their registration and to send them maps to the venue.

M. H. "Mac" McIntosh is described by many as America's leading authority on inquiry handling and sales lead management. He is president of Mac McIntosh Incorporated; a sales and marketing consulting firm specializing in helping companies get more high-quality sales leads. To contact Mac, call 1-800-944-5553 or 1-401-294-7730 or send an email to mcintosh@salesleadexperts.com.